LEARNING FROM THE SALES CONVERSION RATE THROUGHOUT ITS PRODUCT LIFE CYCLE ANALYSIS: A CASE OF STUDY FOR THE SPANISH AUTOMOTIVE SECTOR

The scientific literature has not considered that the conversion rate in sales could have an irregular behaviour throughout the Product Life Cycle (PLC). The main contribution of this article is to reveal this unequal behaviour of the conversion rate in each of the phases of the PLC and highlight the advantages that the knowledge of this behaviour brings to Marketing and sales departments. In the empirical analysis carried out 157,960 clients have acquired 27,831 vehicles during 42 months considering a national network of car dealerships. We use ARIMA methodology to study the evolution of the time series considered. The results show a countercyclical behaviour of the conversion rate variable and an evolution pattern that fluctuates with the cycle in the case of the analysis of the clients assisted variable. Contrary to what might be expected, the conversion rate variable increases significantly in the launch phase and decreases significantly in the growth phase. This unknown performance of the conversion rate can be used in business decisions by the Marketing and sales departments to improve their efficiency. The conclusions obtained in this investigation can be an advance in the use of the PLC in analysing the evolution of the company, promoting a development of knowledge in both the academic field and in the business world. This work has theoretical and practical implications that can help business management. This research is an exciting scientific challenge that aims to develop numerous and important practical applications, with the aim of combining the management of the PLC with the conversion rate in sales, aspects that are closely related in the business field.